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Hit or miss: Superdry - 4/10

  • 103-113 Regent Street

Superdry_AW14

Pros

Superdry majors on colour and pricing is generally agreeable, with £27 branded tees not much higher than at Next or Burton, but offering the Superdry association young shoppers want. Selvedge jeans at £100 are a highlight for their great quality.

Cons

The store is overwhelming: it’s dark, far too hot and playing very loud music. Product is everywhere, piled high on tables or stuffed on rails that are impossible to navigate. There is no clear division as to what is where and mannequins don’t correspond to the product they are placed next to. Bewilderingly, men’s and women’s styles are mixed in together and there is no clear distinction that this is an autumn range - it’s Superdry’s usual T-shirts, sweats and jackets. The interesting storefit (metallic walls and exposed brickwork) are obscured by product. Some prices are too high, such as leather jackets for £300.

 


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